益普索-加拿大最具影响力品牌2020（英文）-2021.5-21页_2mb

2020 Most Influential Brands in Canada Summary

Core Content

The 2020 Most Influential Brands report by Ipsos Canada highlights the evolving influence of brands in a year marked by the global impact of the COVID-19 pandemic. The report outlines the six key dimensions that drive brand influence: Trustworthiness, Engagement, Leading Edge, Corporate Citizenship, Presence, and the unique impact of the pandemic.

The study analyzed over 100 brands across various industries, including social media, finance, retail, and technology. It revealed that brands that adapted to the changing consumer landscape through digital innovation and service improvements were more likely to gain influence and consumer loyalty.

Main Points

• Influence is a powerful asset for brands, shaping consumer behavior and culture.
• Digital evolution and the pandemic have accelerated the influence of brands, with some experiencing significant shifts in their market standing.
• Six dimensions of brand influence were identified: Trustworthiness, Engagement, Leading Edge, Corporate Citizenship, Presence, and the unique impact of the pandemic.
• Brands that responded effectively to the challenges posed by the pandemic saw increased influence and public recognition.

Key Brands and Insights

Top 10 Most Influential Brands in 2020

Notable Gainers in 2020

• Loblaws: Improved its influence by addressing consumer safety and offering digital and delivery solutions, moving from #53 to #46.
• TELUS: Leveraged the increased need for virtual connectivity by providing free mobile phones, wireless service, and virtual healthcare, rising from #71 to #43.

International Insights

• O Boticário (Brazil): Despite the pandemic's impact on beauty products, it gained influence through its commitment to racial equality and digital engagement, overtaking Natura.
• Netto (Denmark): Focused on reducing food waste and improving digital services, such as the Netto+ app, to build trust and presence.

The Takeaway

The report emphasizes that brands that listened to their customers and adapted through digital and service innovation were rewarded with loyalty and influence. It encourages brands to remain vigilant in the face of ongoing challenges and to focus on the five core keys to influence: Trustworthiness, Engagement, Leading Edge, Corporate Citizenship, and Presence.

About the Author

• Steve Levy is a senior executive at Ipsos Canada, known for his extensive work in marketing and public opinion research.
• He has contributed significantly to the Most Influential Brands study and is recognized for his insights and leadership in the field.

About Ipsos

Ipsos is a global market research firm that provides in-depth analysis and insights to help clients make informed decisions. Their approach is grounded in curiosity, collaboration, and a commitment to delivering meaningful and actionable information.